You can control exactly to whom and where your Signup Forms appear by configuring targeting settings. Show forms to specific visitor segments, hide them on checkout pages, or display them only to traffic from a particular campaign. This helps you increase conversions while reducing form fatigue.
This guide explains how to configure targeting for Visitor, Page, Location, Source, and UTM parameters.
Before You Begin
Where to find targeting settings: Open the form editor → Behaviour Settings → Targeting (right-hand menu).
Cookie behavior: When a contact subscribes via a form, Omnisend places a cookie in their browser to prevent duplicate signups. If they return, the form won't appear again (unless they clear cookies or use a different device).
Segment targeting limits: Segment-based targeting works only for pop-ups and flyout forms (not embedded or landing page forms).
If you enable a Custom Trigger, all targeting settings (URL, location, segment, source) are completely ignored. The form will only appear when the custom trigger code fires, regardless of other rules.
If you combine multiple targeting rules (for example, Location and UTM parameters), they follow AND logic. For the form to display, the visitor must meet all conditions you set.
Visitor Targeting
Control who sees your form based on the visitor’s subscription status or segment membership.
Visitor targeting options include:
All visitors. Display your form to everyone who visits the selected pages on your website.
Don’t show to existing contacts. Hide the form from visitors who are already in your contact list. This is useful for avoiding signup offers shown to customers who are already subscribed.
Show to existing contacts. Display the form only to visitors who are already contacts. Use this option to collect additional information from current subscribers or promote exclusive offers.
Target by specific segment. Include or exclude specific segments to control form visibility based on segmentation.
Include segments. Show the form only to selected segments. For example, display the form only to VIP customers or visitors with a high purchase history.
Exclude segments. Prevent selected segments from seeing the form. For example, you may want to hide the form from unsubscribed users or past customers.
Important: If a visitor belongs to both an included and an excluded segment, the exclusion takes precedence, and the form will not be shown.
Examples
Include Segment A → The form appears only to members of Segment A.
Exclude Segment B → The form appears to everyone except members of Segment B.
Include Segment A and exclude Segment B → The form appears only to members of Segment A who are not in Segment B.
Note: If you delete a segment that is linked to a form, it will affect the form’s performance. Omnisend will notify you while deleting the segment so you can update your targeting settings.
💡 Use case: Show signup forms only to new visitors while hiding them from existing contacts, or display exclusive offers to specific segments to keep forms relevant and avoid repetition.
Page Targeting
Control where your form appears by defining URL-based rules.
💡 Tip: Copy the URL directly from your browser's address bar. Some browsers automatically encode special characters (like ?, #, or emojis), which can cause targeting mismatches. Use "contains" for partial matches (e.g., /products/) or "is" for exact homepage URLs.
Appears on URL
Show the form on specific pages based on the URL.
Exact match (“is”): The form appears only on the exact URL you specify.
Example:mywebsite.com(the form will not appear onmywebsite.com/products).Partial match (“contains”): The form appears on any page where the URL contains the specified text.
Example:/products/matchesmywebsite.com/products/shoes,mywebsite.com/products/hats, and similar URLs.
💡 Tip: Use "contains" if your URLs include UTM parameters (e.g., ?utm_source=facebook) to avoid mismatches.
💡 Use case: Set your form to appear only on pages for a specific locale (for example, Italian pages that include /it in the URL). Set Appears on URL to "contains" and add the locale-specific path (for example, /it). This ensures the form is shown only on pages that match the selected locale.
Does Not Appear on URL
Exclude specific pages so the form never appears on them (for example, /checkout or /thank-you). You can use both is and contains operators.
Exact match (“is”): Exclude only
mywebsite.com/checkout.Partial match (“contains”): Exclude all pages that include
/checkout, such asmywebsite.com/checkoutandmywebsite.com/checkout/shipping.
💡 Use case: Avoid distracting visitors during critical steps of the customer journey, such as the checkout. Use Does Not Appear on URL with contains /checkout to exclude all checkout-related pages. This ensures forms appear only where they add value and never interfere with conversions.
Appears on Pages for Out-of-Stock Products
Show the form on product pages where items are out of stock. This option is ideal for Back in Stock signup forms.
Location Targeting
Show or hide forms based on a visitor’s country, determined by their IP address.
You can configure your form to:
Show to visitors in. Display the form only to visitors from the countries you choose.
Do not show to visitors in. Hide the form from visitors located in specific countries while showing it to everyone else.
💡 Use case: Want to offer free shipping to selected countries? You can display a free shipping signup form only to visitors from those countries.
Source Targeting
Show forms based on the source traffic origin.
You can choose to show or not show to the following traffic sources:
Direct – Visitors who type your URL directly.
Email, SMS, or Push from Omnisend – Visitors from your Omnisend campaigns or automation messages.
Organic Search – Visitors from Google, Bing, etc.
Google Ads, Facebook, or Instagram – Paid traffic.
You can select one or more traffic sources. The form will be displayed to visitors coming from any of the selected sources.
💡 Use case: If you are running a special promotion for Facebook users, you can display a form with a unique discount only to visitors coming from Facebook. This helps increase personalization and improve conversion rates.
UTM Targeting
Display forms only to visitors from specific marketing campaigns or automation messages, identified by UTM parameters in the URL.
What Are UTM Parameters? UTM parameters are small pieces of text added to URLs when running marketing messages. They help track where traffic comes from, which campaign/automation a visitor saw, or which ad they clicked.
Example: https://yourstore.com/?utm_source=facebook&utm_campaign=summer_sale
For example, if someone clicks a Facebook ad promoting your summer sale, they will arrive on your website with a URL that includes a parameter such as utm_source=facebook.
You can target forms using the following UTM parameters:
Source (for example, Google, Facebook).
Name (Campaign) (the name of your marketing campaign or automation).
Medium (for example, email, social).
Term (paid search keywords).
ID (a unique identifier for your campaign).
Content (used to differentiate similar content within the same campaign).
To add UTM targeting, select a UTM parameter and enter the corresponding value in the text field. To add additional parameters, click Add UTM.
⚠️ All UTM parameters you add must be present in the URL for the form to display. These rules use AND logic, meaning that if even one parameter is missing, the form will not appear.
💡 Use case: If you want to show a form only to visitors arriving from a specific Facebook Ads campaign promoting a seasonal sale, configure the form to display only when the UTM parameters Source = facebook and Name = summer_sale are present in the URL. This allows you to personalize forms based on individual marketing campaigns.
Troubleshooting
Form Doesn't Appear
Check URL targeting: Use "contains" if your URLs include UTM parameters (e.g.,
?cart_id=123).Verify schedule: Ensure the form is live and not restricted to specific dates/times. Learn more about form scheduling.
Review visibility settings: Confirm the form is enabled for the visitor's device (desktop/mobile).
Form Shows to Wrong Visitors
Review segment rules: Exclusions override inclusions.
Check cookie behavior: Visitors who clear cookies or switch browsers will see the form again.
UTM Targeting Not Working
Confirm all required UTM parameters are present in the visitor's URL.
FAQ
Why can't I find the Targeting section?
Open your form in the Form Builder. In the right-side menu, click Behavior. Scroll down to find Targeting. If you still don't see it:
Embedded and Landing Page forms have limited targeting options (only visitor type, no location/URL targeting)
Try refreshing the page or switching to a Popup/Flyout form type for the full targeting feature.
Need guidance from an expert? Our 24/7 Support Specialists are here to help via in-app chat or at [email protected].